YSL Belle D'Opium Ad Banned For Simulating Drug Use (VIDEO)

A television commercial for Yves Saint Laurent's Belle D'Opium fragrance has been banned from British screens after the country's Advertising Standards Authority (ASA) determined "the woman's actions simulated drug use, and therefore concluded it was irresponsible and unacceptable for broadcast," the Daily Mail reports.

The ASA added:

We were concerned that in the context of the ad, Belle [played by French actress Melanie Thierry] running her finger down her inner arm could be seen to simulate the injection of opiates into the body.

We were also concerned that following that scene, Belle was shown moving in a series of short, rapid scenes, before the ad concluded with her body seizing upwards while lying on the floor, an action we considered could be seen to simulate the effect of drugs on the body.

According to the Mail, the commercial was already viewed by 44 million people and 96 percent of French women found it to be totally acceptable. WWD writes that only 13 viewers complained about the spot.

Take a look and tell us what you think.

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Comments

[oxjr]

05:18 AM on 02/07/2011

Are they trying to say the green lady from Star Trek was high? Because that is an exact copy of the dance she did to seduce Kirk.

[vegetablelollipop]

08:00 PM on 02/05/2011

✖ overreacting 101 ✖

[Lauren Kottwitz]

11:47 AM on 02/05/2011

Silly.

[querencia]

12:38 AM on 02/05/2011

I think it should be banned for bad dancing... the perfume is named after opium- the implication is that the scent is intoxicating and sensual to the point of being drugged so the drug reference is already in the name and the brand although that is already totally silly and a misconception of actual drugs. But the dancing is TERRIBLE. A caricature of sexuality that is unconvincing and clumsy. Get thee to a 5 rhythms class if you're gonna dance for a camera for crying out loud!

[JediGoddess]

12:14 AM on 02/05/2011

I like the ad, it actually shows a women not being objectified or being submissive like the majority of "perfume" ads do. She pointed at her arm - seriously aren't we nick picking just a bit here? I have nothing against the human body but you get far less "complaints" over anorexic Victoria Secret models doing a runway show then this woman doing an indian inspired dance fully clothed. I would think public acceptance of anorexia is big more damaging then a gesture that could be interrupted in several different ways. Who's to say that gesture is the "universal symbol" for drug use? I swear prudish America needs to get their head out of their rear for 10 seconds. You see more "Drug use" on the local news, but I'm sorry thats news right so its different? Talk about a double standard! This is simply an artistic dance and for once the woman isn't heaving bare breasted, bending over soaking wet for a freaking perfume ad.

[annachristina]

05:11 PM on 02/04/2011

I think they may have intended for that to simulate drug use given the name of that drug, but they seem to have failed miserably. The ASA did them a favor banning such a terrible commercial no matter what it was supposed to invoke.

[ElodieStClair]

12:55 PM on 02/04/2011

Anyone who thinks that that's a simulation of behavior on opiates really needs to take some opiates.

Now if it had been a film of someone itching themselves and trying to lay still for a few minutes so they don't throw up a little in their mouth...okay...

But this?

[flyn2hi]

07:49 PM on 02/03/2011

If that's what happens after drug use, or the perfume use for that matter, I want no parts of it!

[jimmyjones22]

11:11 AM on 02/03/2011

simulates drug use? only some one who has never had any experience with any drug in their entire life would say something so dumb...

[MadameChaillot]

10:38 AM on 02/03/2011

It should be banned for simulating artistic creativity.

[firstep]

10:27 AM on 02/03/2011

subliminal messages are very powerful things and are used constantly by media to influence minds.

[VolsFans]

10:43 AM on 02/03/2011

the sky is falling, the sky is falling!

[MollieinATL]

10:24 AM on 02/03/2011

OK - I'm usually a prude and a fuddy duddy - but the ad didn't bother me at all. The woman is quite beautiful as is the bottle of perfume. Makes me want to try it out!

[Jersey Jay]

09:45 AM on 02/03/2011

"I have more friends because I use drugs!!" - Moblin - "The Legend of Neil"

[burningviolin]

09:18 AM on 02/03/2011

No better way to extend the range of something than to label it "banned". I never would have seen it otherwise. And if this was supposed to simulate taking drugs, it failed. But the girl is nice.

[stampy420]

09:08 AM on 02/03/2011

wow now i remember why I don't watch commercials. who cares about the simulated drug use- that was horrible!